Havas Street was tasked with implementing a guerilla sampling program to introduce AQUAhydrate to new consumers in Miami, Chicago, and NYC, highlighting benefits of the alkaline and electrolyte-enhanced water. Sampling took place during the hot months of mid-July through the end of September, and focused on two styles of consumer engagement: guerilla sampling at targeted events and extended engagements with key influencer groups. Events were selected based on high attendance, location, and AQUAhydrate’s fit-focused, active demographic. Popular fitness events and gyms were selected as influencer locations to ensure the target demographic would be present. Four active, health-conscious brand ambassadors were hired as Hydration Experts in each market, where they delivered samples and key messages at events.